The study examined advertising as a tool for
increasing sales in an organization (A case study of John Holt Ventures
Ltd). The research was earned out to
ascertain the extent of advertising as a tool for increasing sales.
In order to solve the research problem, four
hypothesis were formulated.
The population studied in this research
comprised of customer, distributes and relevant management staff of John Holt
Ltd and their were 369 using Topman’s formular, 196 using Bourley’s formular
and 34 using census exercise respectively.
In the bid to solve the research problem,
data were gathered using oral interviews, questionnaires and relevant books
Data collected were analyzed using
percentages and tables, the four hypothesis were tested using chi – square (X2)
method of testing hypothesis.
From the data analyzed the following were
– That advertising message of John Holt
influence consumers to continuously patronize the company’s product.
– The quality of John Holts Ltd’s
advertisement that influences consumers most to purchase the organizations
offering were the ability to gain attention
– Advertising messages used by the company
increases the sales volume of the organization
– Both the print and electronic media of
advertising used by the company were efficient and effective.
Based on the findings a number of
recommendations were made among which were; to improve the advertising content
and timing, so that interest will be generated in the consumes, to carryout
more advertisement in newspaper since a greater percentage of consumers can
afford, or have access to it everyday.
Following the discoveries, it was concluded
that advertising increase sales in the organization, therefore it is strongly
believed that if John Holt Ltd should carryout the implementation procedures
properly, it will help in ensuring sustainable growth and survival of the
TABLE OF CONTENT
TABLE OF CONTENT
Background of this study
Statement of problem
Objectives of study
Significance of the study
Scope of the study
Definition of terms.
Meaning of advertising
Types of advertising
Reasons for advertising / Advertising objectives
Advertising as a communication process
Advertising media selection and scheduling
Measuring advertising effectiveness in John Holt Ltd.
Advertising and its affection consumer behaviour
Advertising efficiency in marketing operations of John Holt Ltd.
Sources of data
Population of study
Sample size determination
Research instruments used
Validation and reliability of research instruments used.
Method of data treatment and analysis.
Limitations of the study
CHAPTER FOUR PRESENTATION ANALYSIS AND
INTERPRETATION OF DAPT
Data presentation and analysis
Test of hypotheses
SUMMARY OF FINDINGS, RECOMMENDATIONS AND
Summary of findings
Suggestion for further study
BACKGROUND OF THE STUDY
Every organization has the need to increase
sales volume in order to yield maximum profit to the organization; at the same
time to create awareness of the products of the organization and finally
convince customers to make purchases commitment to the organizations brand of
Advertising basically as an integral part of
the marketing program, has long been recognized as a means of spreading
information to the various sectors of the economy for accomplishing various marketing
It is a means by which an organization makes
known to the public what it wants to sell or buy. Advertising messages also enlighten the
consumes on the usefulness of a product, services or idea and consequently
create in the consumer a desire to procure such product or act favorably
towards such services or idea.
By itself, advertising is a vital marketing
tool that helps to sell goods services, images and ideas through information
and persuasion (Ebue, 1995:53) he also maintained that many firms allocate the
largest share of the promotional budget to advertising as an indication of its
vital role in the sale of products.
Basically, the aim of advertising is to stimulate the need awareness of
a product, convince the customer and finally lead them to act, (making
purchase) which consequently, increases the sales volume in an
organization. Therefore, advertising is
a very powerful marketing communication tool for increasing sales in an
organization thus, it becomes imperative that every profit or non profit oriented organization needs to advertise in order to
achieve the main bottom live of being in business.
This study is an effort to determine the
extent in which advertising has contributed to the awareness, persuasiveness of
the firms products or brands and in tarn increase sales in John Holt Ventures
Ltd Okpara avenue Enugu.